Artificial intelligence is rapidly progressing and could be the next technological revolution we see. The idea of AI is no longer farfetched and is becoming more present; individuals are showing a very diverse set of opinions regarding AI. We are currently being the first generation of people to be introduced to AI assets. As this striving new topic is developing the research existing today regarding AI is predominantly based on a technical perspective, and a gap concerning consumer values and AI, applied on millennial’s consumer values is present. The purpose of this study is to explore Millennial consumption values regarding AI with the use of The Theory of Consumption Values as a base theory. When concluded the study will add value to the field and will benefit from future research. The purpose of this study is conducted from a consumer perspective. The study is of qualitative method and the primary, empirical data is gathered through 19 semi structured interviews with millennial. An abductive approach is taken. The finding s of this study show results of the exploration of millennial consumptions values on AI. Furthermore, the study also showed the most important consumption value regarding AI and the one most talked about. Lastly, additional values were found as well as extensions to existing consumption values.

Textilindustrin står inför kommande förändringar med ökade EU-krav om transparens och spårbarhet som kommer att påverka både företag och konsumenter. Målet med de nya direktiven är att främja cirkulära affärsmodeller och anpassa produkter för att uppnå klimatneutralitet. För att öka cirkulariteten hos textilprodukter krävs åtgärder från företag för att erbjuda konsumenterna hållbara valmöjligheter med hjälp av mer information. Tidigare forskning visar på ett gap inom konsumentperspektivet när det gäller att förstå vilken information som är väsentlig för att uppfatta ett företag som transparent, samt konsumenternas efterfrågan på produktinformation och hur det påverkar köpbeslutet. Studien utgår således från ett konsumentperspektiv och syftar till att undersöka efterfrågan på transparent produktinformation och dess inverkan på köpbeslutet för modekonsumenter. För att besvara syftet används en kvalitativ metod med en induktiv forskningsansats. Den empiriska datan samlades in genom semistrukturerade intervjuer. För att skapa en förståelse och tolka de empiriska resultaten används det teoretiska perspektivet Theory of Consumption Value. Resultaten visar att konsumenterna vill ha information som stämmer överens med deras värderingar, men att denna information inte alltid är avgörande vid köptillfället. Istället tenderar priset att avgöra för hur mycket information som efterfrågas. Vidare visar resultaten att konsumenter möjligtvis inte är helt redo för de ökade kraven på transparens och spårbarhet från EU. Detta beror delvis på att vissa konsumenter i studien känner osäkerhet på hur information de får från modeföretag idag ska hanteras. Studien bidrar till att öka medvetenheten bland modekonsumenter om hur transparens kan hjälpa dem att fatta välgrundade beslut och därigenom öka förväntningarna på modeföretag. / The textile industry is facing upcoming changes with increased EU requirements for transparency and traceability that will affect both companies and consumers. The goal of the new directives is to promote circular business models and adapt products to achieve climate neutrality. To enhance the circularity of textile products, actions from companies are required to offer consumers sustainable options through more information. Previous research indicates a gap in consumer perspective regarding understanding what information is essential to perceive a company as transparent, as well as consumers' demand for product information affecting their purchasing decisions. Therefore, the study is based on a consumer perspective and aims to investigate the demand for transparent product information and its impact on purchasing decisions for fashion consumers. To address the purpose, a qualitative method with an inductive research approach is used. The empirical data was collected through semi-structured interviews. To create an understanding and interpret the empirical results, the theoretical perspective of the Theory of Consumption Value is utilized. The results indicate that consumers want information that aligns with their values, but this information is not always decisive at the time of purchase. Instead, price tends to determine the amount of information demanded. Furthermore, the results suggest that consumers may not be fully prepared for the increased requirements for transparency and traceability from the EU. This is partly due to some consumers in the study feeling uncertain about how to handle the information they receive from fashion companies today. The study contributes to increasing awareness among fashion consumers about how transparency can help them make informed decisions and thereby raise expectations for fashion companies.

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The concept of "customer perceived value" has been evolving as an essential area within the marketing discipline for decades. Knowing what shapes consumer perception towards a product or service is vital for businesses (Sweeney and Soutar, 2001), especially for fashion products whose trends are ever-changing. Nevertheless, in the technology era, fashion consumers tend to use the spectrum of media platforms to search for information, to compare prices and exchange experiences amongst a common group. According to McKinsey and Company (2014), up to 35% of fashion consumers rely on online recommendations prior to making a purchasing decision. Given the challenges in this area of business, the aim of this study is to develop the multidimensional scale to measure consumer social media involvement. The measurement scale has been tested in the conceptual models by investigating the moderating effect of social media involvement influencing the relationships of customer perceived value and purchasing intention. The proposed scale is also examined within the customer perceived value dimensions against the key consequences. Moreover, the concept of brand love is incorporated within this study. Sometimes, people purchase brand not product itself and brand love construct is recently new concept and limited studies investigated into this area. Therefore, this study focuses on the moderating effect of social media involvement and brand love towards customer perceived value and purchasing intention for fast-fashion products. A quantitative research method was undertaken to collect research data. The self administered questionnaires were completed by Thai consumers at three particular department stores located in central Bangkok. The data analysis was then performed based on the returned, completed questionnaires of 630 respondents. Both exploratory and confirmatory analysis techniques were used to validate the measurement scale of the study. Structural equation modelling was conducted to test the hypotheses of both direct and indirect relationships. The quantitative results show customer perceived value from multiple dimensions (social, emotional, price and quality) towards fast fashion products. It was found that there is a direct causal relationship between the customer perceived value and purchasing intention, influenced by the level of social media involvement and brand love. An individual who has a high level of social media involvement and brand love tends to perceive a greater consumption experience which lead to preceding the positive outcomes. Therefore, fashion retailers should consider these dimensions and maintain a favourable relationship to enhance the consumer perception experience. Moreover, utilising the advantages from social media to connect with customers should not be neglected. However, the results showed that not all dimensions were found to have a positive effect on consumer purchasing intention towards fast fashion products equally; hence, the fashion marketers should deliberately evaluate each dimension of desired customer perceived value prior to applying a particular strategic plan. Moreover, the findings of this study are of the greatest importance to consumer behaviour especially in the area of involvement by extending the further knowledge. Social media involvement measurement scale has been developed from the limitation of exising studies by incorporated multi-facet dimensions (affective, cognitive and behavioural involvement) in the way to capture the complex nature of involvement variables. Furthermore, the model framework demonstrated the motive force behind behavioural intention by investigating the moderating role of social media involvement and brand love within the fast fashion products.

The earth ecosystem is seriously damaged due to the self-interest behavior of human, which nonetheless poses a huge threat to the survival of human. The ecological environment and public health in Taiwan also face increasingly deteriorating situation, which is compounded with the problem of a dramatic increased number of families eating out with the most popular choice as lunch boxes mostly. To improve this situation, visionaries push for organic lunch boxes. However, there are still some factors lacking and some problems persisting for marketing organic lunch boxes. It is hoped that the result of this study can be beneficial to the relevant organizations as a reference for promoting organic lunch boxes. Literature review and in-depth interviews are conducted as the basis for developing questionnaire in this study. I also propose a behavior model for purchasing organic lunch boxes based on the theory of consumption values by Sheth, Newman, and Gross (1991), Theory of planned behavior by Ajzen (1991), and the EKB model by Engel, Blackwell, and Miniard (1993) This model consists of nine variables: the functional value of organic lunch box, its social value, its emotional value, its curious value, its conditional value, the subjective norms, self-efficacy, shopping environment, and the degree of involvement etc. To test this model, regression analyses are conducted using those nine variables and two behavior intention dependent variables in this study. These two behavior intention variables respectively are: the subject¡¦s behavior intention to purchase organic lunch boxes when price is not specifically mentioned (BI1) or they are suggested to assume that the price of the organic one will be close to that of a regular one (BI2). The result shows that the functional value and the degree of involvement both have significant influence on BI1 and BI2; while the conditional value, the emotional value, and self-efficacy are only have significant influence on BI2, which can explain the 22.1% variation of BI1 and the 26.2% variation of BI2 respectively. Furthermore, in order to investigate the variation of the behavior intention BI1 to purchase organic lunch boxes due to the difference of personal attributes, t test and single factor ANOVA are adopted. The result shows that marital status, age, occupation, personal monthly income, knowledge of organic product, purchasing frequency for organic ingredients, and the amount of money for purchasing organic ingredients all have significant influence on the variation of behavior intention for purchasing organic lunch boxes (BI1); while gender, educational level, self health status, and family's health status do not have significant influence on the variation of behavior intention for purchasing organic lunch boxes. We will propose application from these results and make relevant recommendations to industries and government based on this study.

Background The consumer behavior of mobile game players, especially the main consumingforce - millennials, has started to gain more attention as the mobile game industryhas turned into one of the most profitable entertainment fields. Nevertheless, thereis no unified model to understand the in-game purchase behavior of all mobilegames since the strengthening factors in video games are divergent subject to thegame genre. Thus, by examining in-game purchase behavior in the mainstreammobile game genre - battle royale, the authors contribute to the game research. Aim As the study's primary objective, the thesis aims to detect the strengtheningfactors of purchase behavior through the lens of the theory of consumption values(TCV) and millennial consumer preferences. Methodology The authors pursue a deductive approach to conduct a quantitative study in whicha cross-sectional survey method was selected to gather empirical data. Aregression model was created to analyze the structural relationships. SPSS wasused for the analysis of statistical data. A total of 521 responses were collected. Findings The results suggest that conditional value, emotional value, and monetary valuepositively affect the in-game purchase behavior of millennials playing mobilebattle royale games. Furthermore, customization positively moderates therelationship between conditional value and in-game purchase behavior, whereastrendiness positively moderates the relationship between emotional value andin-game purchase behavior. The results also reveal the positive direct effect onin-game purchase behavior of the proposed moderating variables, namely,customization, trendiness, and visual quality. Based on the results of this thesis,the application of TCV has been proved in the gaming field, and the authors givepractical suggestions for game companies.

Problem: Although modern people are more aware than ever about the environment and responsible sourcing of raw materials, a gap exists between consumers’ preferences on eco-friendly products and their actual purchasing behaviour. Companies operating in the electronic mobile device industry have been unable to bridge this value-action gap and relatively little research has been conducted on this industry.   Topic & Purpose: This paper aims to investigate and discover the preferences and purchasing behaviour of young Swedish consumers operating in the electronic mobile device industry. This paper will focus on purchasing intentions, willingness to pay, and identify which consumption values have the highest effects on these consumers’ intent to purchase eco-friendly mobile devices.   Method: A descriptive strategy and a deductive approach were applied in order to understand the impact of consumption values, CSR, brand image, and product information on young Swedish consumers. Eight hypotheses were developed to test the influence of each of these factors. The empirical study was was based on a quantitative approach and the data collection was made through an online survey and face-to-face interviews targeted towards young Swedish consumers between the ages of 18 and 28. The data analysis was conducted by using the SPSS program in order to gain numerical values which could be used to analyse the validity of each hypothesis.   Conclusion: This study discovered two out of five consumption values to have a clearly higher impact on young Swedish consumers’ purchasing intentions towards eco-friendly mobile devices. These values were emotional and conditional value, indicating that environmental awareness and situational factors have the highest influence on shaping the consumption values of these consumers. In addition, brand image was seen to be an influential factor for these consumers, as opposed to CSR, or product information. Based on these findings, suggestions for further research were presented.

過去消費價值觀相關的研究，多從個人對「物」的消費價值感受來區分消費者，而少以「人」為研究主體，探討個人所持有的消費價值觀展現。與消費價值理論相關的文獻，雖也對消費價值觀作部份的敘述，但少有討論消費價值觀本質的相關研究。 因此，本研究回顧個人價值觀相關的文獻論述，確立個人價值觀的根本定義，仔細探查個人價值觀與消費價值觀之作用關係，據以重新定義消費價值觀為「個人從事消費相關活動時，所持有之可觀察或不自覺之持久性信念或概念，是個體對特定消費目標的偏好傾向，並作為個人在消費行動或面對多樣的消費客體時，據以選擇之準則」，並提出消費價值觀的特性。本階段所完成之消費價值觀本質性探討結果，正是本研究觀察年輕人消費價值觀內涵之依據。 本研究深度訪談12位年齡為20-25歲之年輕人，其中包含全職學生、兼職學生、以及上班族各四位，所描述的消費事件共計116件。研究發現，三大消費價值觀構面，各自包含兩相對概念。第一個構面為消費關注層次，具有功能導向和經驗導向；第二個構面為外在影響程度，具有他人導向與自我導向；第三個構面為行動力，具有現在導向與未來導向。個人消費價值觀可由上述三構面的傾向予以具體描繪。 本研究結果顯示，年輕人消費價值觀具有普遍性地偏向，明顯傾向於經驗導向、自我導向、和現在導向的消費偏好，表現出追求自我主觀感受滿足之立即性的消費行為。 整體而言，本研究不僅對消費價值觀的本質做了根本性的探究，讓消費價值觀之定義更加明確的同時，也釐清消費價值觀與消費價值概念上的混淆。本研究也解構出消費價值觀的三大構面與特性，以為未來消費價值觀相關研究，發展量化衡量工具的依據。 / Consumption values, the criteria employed by the individual for developing of the preference judgment in terms of shopping behaviors, are both a powerful explanation of and influence in consumer behavior. Due to limited empirical attention relative to its features and nature, the concept of consumption values is easily confused with consumption value which is the outcome of evaluative judgment of a object and has been acquired more research focus. Therefore, this study focuses on the construct of consumption values and intends to propose a conceptual framework as a basis for future research. The study presences a quick review of the existing literature on the concept of values and value systems in order to recognize the fundamental elements of consumption values. Based on the review, the study refers to consumption values as an enduring belief and a preference concept that guides consumption behavior and as a general plan for consumption relative decision making. This redefinition is applied as the principle for analyzing young people’s consumption values. Twelve depth interviews were conducted. The interviewees are aged from 20 to 25 and with full-time students, part-time students, and full-time employee evenly. 116 shopping behavior were collected in total. The results reveal three key dimensions of consumption values: (1) Functional-oriented versus experiential-oriented consumption values on the consumption focus dimension; (2) Other-oriented versus self-oriented consumption values on the external influence dimension; and (3) Current-oriented versus future-oriented on action-directed dimension. This framework serves as the basis for the structure of consumption values. According to the findings, young people’s consumption values represent a consistent direction to be experiential-oriented, self-oriented, and current-oriented. Consequently, young people generally take immediate purchase action to fulfill self-emotional needs and wants. As a result of this study, a conceptualization definition intended to capture the nature of consumption values is determined to be clearly distinct from consumption value. Also, the three key dimensions of consumption values are charactered as a framework for developing the measurement method in future research.

Syftet för studien är att öka förståelsen för den valda konsumentgruppens konsumentbeteende i livsmedelsföretagens omni-kanaler. Förståelsen för konsumentbeteendet skall ökas genom att se på studiens tre delar, konsumtionsvärde, kanalanvändning och kanalintegration i relation till köpprocessen. Samt att syftet är att se på likheter och skillnader i konsumentbeteendet för män respektive kvinnor. Studien är utförd med en kvantitativ undersökningsmetod. Primärdata har samlats in vid genomförandet av en enkätundersökning som jämförts med sekundärdata som består av litteratur och tidigare forskning. Slutsatsen som kan dras av denna studie är att konsumentgruppen handlar livsmedel med störst del utilitaristiska konsumtionsvärden för att uppleva nytta och effektivitet genom köpprocessen. Det speglas även i de kanalval som görs genom köpprocessen där en slutsats är att fysisk butik fyller en viktig roll. Men att konsumentgruppen även kan tänka sig att kombinera fysisk butik med online och mobil kanal för att uppleva nytta. Störst användning av flera kanaler förväntas ske i samband med informationssökningen. Kanalintegrationen för konsumentgruppen förväntas ha en viktig betydelse för att de ska bli tillfredsställda i flera kanaler. Avslutningsvis har inga större skillnader mellan män och kvinnor kunnat påvisas i studien för konsumentbeteendet i flera kanaler. / The purpose of the study is to increase understanding of the selected consumer group consumer behavior in food retailers omni-channels. The understanding of consumer behavior should be increased by ensuring the study's three parts, the consumption value, channel usage and channel integration in relation to the buying process. Another purpose of the study is to investigate similarities and differences in consumer behavior for men and women respectively.  The study is designed with a quantitative research method. Primary data has been gathered in the implementation of a survey that compared with secondary data consisting of literature and previous research. The conclusion to be drawn from this study is that the consumer group's food with the greatest number of practical consumption values to experience the benefits and efficiency through the buying process. It is also reflected in the channel selection made by the buying process in which a conclusion is that the physical store plays an important role. But consumer group may also consider combining physical store with online and mobile channel to experience the benefits. The greatest use of multiple channels is expected to occur in connection with the search for information. Channel integration for the consumer group is expected to have a major importance for them to be satisfied in multiple channels. Finally, no major differences between men and women has been demonstrated in the study of consumer behavior in multiple channels.

Embora o consumo colaborativo tenha ganhado cada vez mais a atenção dos pesquisadores nos últimos anos, os estudos nesta área ainda são muito limitados, sendo difícil determinar os fatores que contribuem para que ocorra uma mudança tão significativa no padrão de consumo. O trabalho, portanto, elabora um modelo de pesquisa, tendo como base a teoria do comportamento planejado, o materialismo e a possessividade, os valores de consumo verdes e a prontidão para o uso da tecnologia na intenção de consumo colaborativo. O modelo visa demonstrar empiricamente as diferenças entre os grupos de idades (mais jovens e mais velhos) na intenção, servindo então como uma variável moderadora. O modelo desenvolvido foi testado com aplicação de um questionário estruturado, a partir de um modelo de equação estrutural baseado em mínimos quadrados parciais (PLS). Foram coletados 493 respondentes válidos, com o grupo dos mais jovens (17 a 29 anos) tendo 303 respondentes e o grupo dos mais velhos (30 a 59 anos) tendo 190 respondentes. Os resultados revelam que a possessividade não possui relação estatística significativa com a intenção de consumo colaborativo, enquanto os construtos valores de consumo verde e de prontidão para o uso de tecnologias apresentaram relação positiva com o consumo colaborativo. A variável moderadora idade foi significativa somente entre os construtos prontidão para o uso de tecnologia e intenção de consumo colaborativo. Esta pesquisa aprofunda na compreensão dos fatores que motivam ou inibem o consumidor a se engajar no consumo colaborativo, considerando os construtos estudados, além de demonstrar a diferença entre os mais jovens e os mais velhos dentro desta relação. A contribuição gerencial se dá por meio do maior auxílio no entendimento do que afeta positivamente ou negativamente a intenção de consumo colaborativo por parte dos consumidores, o que permite a criação de estratégias por parte dos fornecedores de pares e das plataformas de consumo colaborativo, além de facilitar a segmentação de mercado ao considerar as diferenças de idade. Futuros estudos podem testar este modelo estrutural com amostras maiores, utilizando outro método de equação estrutural mais rigoroso, que é o modelo de equação estrutural baseado em covariância (CB-SEM), além de testarem outras variáveis moderadoras dentro deste modelo estrutural. / Although collaborative consumption has gained increasing attention among researchers in recent years, studies in this area are still very limited, and it is difficult to determine the factors that contribute to such a significant change in the consumption pattern. This work, therefore, elaborates a trsearch model, based on the theory of the planned behaviour, the materialism and possessiveness, the green consumption values and the readiness to use the technology in the collaborative consumption intention. The model aims to empirically demonstrate the differences between the age groups (younger and older) in this intention, serving as a moderating variable. The developed model was tested with the application of a structured questionnaire, using a structural equation model based on partial least squares (PLS). A total of 493 valid respondents were collected, with the group of the youngest (17 to 29 years old) having 303 respondents and the group of the oldest (30 to 59 years old) having 190 respondents. The results reveal that possessiveness does not have a significant statistical relationship with collaborative consumption intention, while the construct green consumption values and readiness for the use of technologies, presented positive relationship with collaborative consumption. The moderating age variable was significant only amongst constructs readiness to use the technology and collaborative consumer intention. This research deepens the understanding of the factors that motivate or inhibit the consumer to engage in collaborative consumption, considering the constructs studied, in addition to demonstrate the difference between younger and older consumers within this relationship. The managerial contribution comes through the the understanding of what positively or negatively affects collaborative consumption intention by the consumers, which allows the creation of strategies by the suppliers of peers and the collaborative consumer platforms. It also facilitates the segmentation of the market when considering the differences of age. Future studies can test this structural model with larger samples using a more rigorous structural equation method, which is the covariance-based structural equation model (CB-SEM), in addition to testing other moderating variables within this structural model.